Taking the conversation around AI out of the lab and into culture, we helped Google Deepmind connect with diverse and underrepresented talent.
+ Cultural Readiness
+ Meaningful Storytelling
+ Unlocking Growth
2022 - Global
CONTEXT
Google DeepMind's long-running global scholarship program aims to incorporate diverse values and concerns into its creation, bringing more new perspectives from underrepresented groups into AI.
CHALLENGE
The AI industry can be daunting for those who may not see role models or peers already engaged in the sector, exacerbated by a category that does not speak about the future of AI in a human or culturally-informed way, defaulting to dense language and alienating imagery. Primary KPIs: Increase visibility, increase engagement among underrepresented groups, positive sentiment for DeepMind’s AI development.
STRATEGY
Do things differently. Develop a powerful cultural strategy and proposition, encouraging the next generation to become the ‘authors’ of the future, as well as developing a humanizing visual language to connect DeepMind with the people it needed to reach.
Methodology
-
01 Decode
Audience Architecture
Mapped dominant and emerging ideologies surrounding AI, specifically focusing on the aspirations and concerns of underrepresented groups. Investigated the existing cultural landscape and visual codes.
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02 Disrupt
Meaningful Storytelling Strategy
Crystallized insights into the cultural proposition: "AI by You"; empowering potential applicants to envision themselves as authors and owners of AI.
-
03 Create
Creative Catalyst
Creative development was infused with insights and stories from real scholars, cultural taste-makers from different verticals, alongside fresh visual inspiration from content-creators.
The result was a human-centric and visually distinct brand platform.
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04 Execute
Storymaker
"AI by You" was brought to life through an evocative manifesto film, a series of mixed-media scholar stories, and social content distributed across YouTube, LinkedIn, Twitter, and Instagram.
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05 Scale
Communication Playbook
The project leveraged performance data against KPIs for significant increases in page views, positive sentiment, and scholarship applications.
Elevating black voices through AI voice recognition
Solving flood preparedness with AI
Bridging AI with healthcare tech
Paid media content strategy
Protecting biodiversity through birdsong
Putting everyone on the map using AI
Tackling genomic bias using AI
RESULTS
monthly increase
67%
+
page views
94.5%
+
avg sentiment
annual increase
40%
+
page views
183%
+
in scholarship applications
We want to encourage and inspire the next generation of scientists and engineers.
This world needs #AIByYou.
Lila Ibrahim COO, Google DeepMind
“
WE WERE BORN TO BRIDGE — IT’S IN OUR NAME
Across the Pond is a global creative agency
that helps technology brands bridge the divide between their innovation and human meaning. We are a global, independent creative agency that’s proudly woman-owned and a B Corp.
